.svg)
.svg)
.svg)
.svg)
Client: Linity – a crypto education platform trying not to drown in a sea of "GM" and rocket emojis
Challenge: Build thought leadership and grow community on X in the noisy crypto space
Results: Grew to 80K+ followers who actually engage through diverse, human-first content
The Problem
Linity needed to stand out in a space flooded with generic crypto content, pump-and-dump hype, and AI-generated posts that all sound the same.
The crypto community is smart. They can smell inauthenticity from a mile away. They don't want another brand shouting "To the moon! 🚀" or "WAGMI 💎" in their face.
They crave real education, honest market takes, and a community that actually talks with them, not at them.
What We Did
We flipped the crypto playbook on its head by building Linity's X presence around one core principle: be human in a space full of bots.
Instead of following the typical crypto playbook, we created a diverse content strategy that balanced education with entertainment, market analysis with memes, and thought leadership with community engagement.
Our Content Mix
Thought leadership (without the pretentiousness)
We positioned Linity as the voice that cuts through crypto hype with honest, informed takes. Beyond the simple hot takes on airdrops, market trends, and new projects, we added some much-needed perspective.
Polls that people actually wanted to answer
We asked the community what they thought. A lot. Because, contrary to popular belief, people like being asked their opinion.
Our consistent polls and market commentary turned followers into participants. We captured their two cents on everything, from memecoin trends to ETH vs. BTC movements, creating conversations instead of monologues.
.png)
Education without the condescension
Popular blockchain comparisons. DEX volume breakdowns. How to actually maximize airdrop gains without losing your shirt, and so much more.
We made the complex simple. Not dumb – simple. Because our client’s audience is smart. They just need the information presented in a way that doesn't require a PhD to understand.
.png)
Community events that didn't feel extractive
We carried out contests, quests, and community events that rewarded participation. From Halloween costume contests to birthday design contests, we made the community feel truly valued.
But more importantly, here's what we didn't do: make people jump through 47 hoops, tag 93 friends, and sacrifice their firstborn for a chance to win $5.
We made it fun. We made it rewarding. And people actually participated because they believed the brand was genuine.
.png)
Relatable Humor
Because crypto can be stressful, we used memes and humor that the community actually relates to.
The Bybit hack happened, and we posted a meme of crypto investors. Every time the market crashed? We made jokes about it instead of pretending everything was fine.
Because part of acing social media marketing for a crypto brand is laughing at the chaos of crypto.
Social Proof: The cherry on top!
We quickly understood that for our client, social proof wasn’t just about "look how great we are" – it was also "look how great our community is."
Which is why we amplified community wins and testimonials. When community members got airdrop rewards or hit milestones, we celebrated it publicly.
The Numbers
📊 80K+ followers on X
📈 Consistent engagement across diverse content types
💬 Active community participation in polls, contests, and discussions
🎯 Established thought leadership in the crypto education space
What Made It Work
We stayed human. While other crypto brands relied on generic hype and AI-generated content, we:
- Used polls to gauge sentiment and create conversations
- Mixed educational content with entertainment
- Responded to market moments in real-time with honest takes
- Created community events that felt rewarding
- Used visuals and design that stood out (not just stock crypto imagery)
We were consistent. Growth on X isn't about viral moments – it's about showing up with valuable, varied content that keeps your community engaged day after day.
We knew the audience. Communities on X are sophisticated. They want to learn, they want transparency, and they want to feel part of something real. We gave them all three.
The Takeaway
Building a social media community isn't about shouting the loudest or posting the most. It's about creating content that's genuinely useful, honestly entertaining, and deeply human.
Linity didn't hit 80K by being the loudest voice in crypto - they did it by being the most human one.
And in a space full of bots, that's basically a superpower - one we were happy to equio them with. :)
Want your brand to feel less robotic, more human?
That's literally what we do at Heartwired Club.
Talk to us! 📧 hello@heartwiredclub.com
